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FIFTH AND SIXTH GRADE STUDENTS NATIONWIDE HAVE OPPORTUNITY TO CREATE NATIONAL TELEVISION PSA

 D.A.R.E. And National Sponsor KFC Launch National PSA Contest
 LOUISVILLE, Ky., Jan. 4 /PRNewswire/ -- While many television viewers may play armchair director, believing they could create better television commercials, fifth- and sixth-grade students nationwide will have an opportunity to climb into the director's chair and try their hand at creating a TV PSA -- for real!
 D.A.R.E. (Drug Abuse Resistance Education) America and KFC, a national sponsor, announce the first KFC/D.A.R.E. national public service announcement (PSA) contest, challenging students to create their own 30-second PSA telling why the D.A.R.E. program is important in their lives. The contest theme is "D.A.R.E. To Make A Difference."
 As a leading sponsor of the program, KFC annually produces and distributes a national television PSA to support D.A.R.E. "We looked at our PSA program and decided it would be even more effective to tell the D.A.R.E. story from the kids' perspective," said Darlene Pfeiffer, chairperson of the KFC National Cooperative Advertising Program, Inc. "What better way to communicate the importance and value of the D.A.R.E. program to a child than through the eyes of a child," added Pfeiffer.
 The contest is open to participants in D.A.R.E.'s core curriculum -- fifth- and sixth-grade D.A.R.E. students. To enter, students must create a PSA "storyboard" -- a combination of the words and select visual images representing the proposed PSA. The deadline for entries is March 11, 1994. The entries received will be narrowed to nine finalists, one each from nine geographic regions across the U.S. Each of the nine finalists will be awarded a $500 U.S. Savings Bond. Finalist entries will be reviewed and judged by a panel of advertising and entertainment industry executives and celebrities, who will select the national winner. The winning student will be announced on May 23, 1994.
 The student PSA concept selected best among the entries will be produced and distributed to television stations nationwide. The winning student will be flown, along with a parent or guardian and his or her D.A.R.E. officer, to Hollywood, Calif., to attend the PSA production.
 The completed PSA will debut and be distributed to TV stations nationwide in September 1994, during back-to-school season.
 In addition to the television PSA contest, students may also enter a radio PSA competition. Students submit a 30-second radio script and explain why the D.A.R.E. program is important in their lives, following the contest theme "D.A.R.E. To Make A Difference." Nine regional radio winners are selected and all nine radio PSAs will be produced and distributed to radio stations in the nine students' respective regions. Each of the nine radio winners also receive a $500 U.S. Savings Bond.
 Contest entry forms, official rules and student guidelines are being distributed in D.A.R.E. classrooms nationwide by D.A.R.E. officers. The forms can also be obtained by sending a self-addressed, stamped envelope to: KFC/D.A.R.E. National PSA Contest, 211 E. Ontario St., Suite 1300, Chicago, IL 60611.
 KFC became involved with D.A.R.E. in 1988, becoming the program's first national sponsor. KFC plays an active role in raising money for the program's expansion and increasing awareness of the importance of a national drug education program. With KFC's support, the number of communities with D.A.R.E. programs has grown from 485 in 1988 to 5,000 in 1993.
 -0- 1/4/94
 /CONTACT: Diane Flynn of Edelman Public Relations Worldwide, 312-280-7028, for KFC/


CO: D.A.R.E.; KFC ST: Kentucky IN: LEI ADV SU:

KL-BM -- CL002 -- 8720 01/04/94 07:00 EST
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Date:Jan 4, 1994
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